MARKETING OF SERVICES
Ing. Veronika Braciníková, Ph.D.
QUALITY AND SERVICE INNOVATION
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• The service quality of a firm is tested at each service encounter.
INTRODUCTION
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• Service quality is the delivery of excellent or superior
service relative to customer expectations.
DEFINING SERVICE QUALITY
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• Internal quality is based on conformance to specifications.
• External quality is based on relative customer-perceived
quality.
• There are biases!
GAP MODEL
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• Customers frequently identify key purchase criteria not
identified by management.
• Differences in perception of performance may exist for the
most basic of criteria.
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GAP MODEL
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GAP MODEL
GAP MODEL
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• Consumer expectation and management perception.
• Management perception and service quality expectations.
• Service quality specifications and service deliver.
• Service delivery and external communications to consumers.
• Expected service and perceived service.
• The difference between consumer expectations and
management perceptions of consumer expectations.
• The Knowledge Gap.
GAP 1
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• The difference between the management perceptions of
consumer expectations and service quality specifications.
• The Standards Gap.
GAP 2
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• The difference between service quality specification and
the service actually delivered.
• The Delivery Gap.
GAP 3
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• The difference between service delivery intention and what
is communicated about the service to customers.
• The Communication Gap.
GAP 4
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• The difference between the actual performance and the
customers’ perception of the service.
• The Customer Gap.
GAP 5
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• Improving service quality is an important activity, which needs
to be followed.
• Some of the commonly used techniques for improving service
quality:
• Benchmarking.
• Service Blueprinting.
IMPROVEMENT
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• Listening.
• Reliability.
• Basic service.
• Service design.
• Recovery.
• Surprising customers.
• Fair play.
• Teamwork.
• Employee research.
• Servant leadership.
IMPROVING SERVICES
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• To traditional vending machines we can add automated
teller machines (ATMs), self-pumping at gas stations, selfcheckout
at hotels, and a variety of activities on the Internet,
such as ticket purchasing, investment trading, and
customization of products.
INCORPORATING SELF-SERVICE TECHNOLOGIES
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TYPES OF INFORMATION AVAILABLE
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• The researcher should never
forget that it is ‘second-
hand’.
• It should always be tested
for impartiality, validity,
currency, and reliability.
SECONDARY DATA VIA DESK RESEARCH
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• ‘Partial data’ is produced when there is a ‘hidden agenda’ to
the research.
• Considering information without bias.
SECONDARY DATA – IMPARTIALITY
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• The extent to which a measure, indicator or method of data
collection possesses the quality of being sound or true as far as
can be judged.
• In the social sciences generally, the relationship between
indicators and measures and the underlying concepts they are
taken to measure is often contested.
SECONDARY DATA – VALIDITY
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• How up-to-date is
the information?
SECONDARY DATA –
CURRENCY
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• This topic asks whether the research methodology is up
to the job?
SECONDARY DATA – RELIABILITY
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• Primary research is conducted to fill information gaps that the
secondary data has not been able to satisfy.
PRIMARY INFORMATION VIA FIELD RESEARCH
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• Multi client falls into three distinct categories:
• Syndicated studies instigated by a group of firms in an industry.
• Industry studies originated by the research agency.
• Omnibus studies.
PRIMARY INFORMATION VIA FIELD RESEARCH
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• There are many ways of conducting qualitative research,
ranging from in-depth interviews to focus group discussions.
• Unstructured research techniques.
• Questions are nearly all in open format.
• High level of interviewing skills and interpretive skills.
QUALITATIVE RESEARCH
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• Structured research techniques.
• The quantitative data is captured via the use of an instrument
such as a questionnaire, diary or audit most or response can be
obtained via a personal interview conducted face to face or by
telephone.
QUANTITATIVE RESEARCH
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• Customer complaint analysis.
• Mystery shopping.
• Customer surveys.
• A panel.
RESEARCH EXAMPLES
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THANK YOU
FOR YOUR ATTENTION☺
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